A family, during a Christmas car trip, is especially committed to strict compliance with traffic regulations. The reason seems to be the spirit of Christmasbut the real reason is revealed in a final surprise that invites us to reflect on the real reasons why we should drive with caution, not only during the Holidays, but throughout the year.

The General Directorate of Traffic (DGT) has launched “Driving is living together”its new Christmas campaign under this new claim, developed by Accenture Songwith which it seeks to connect emotionally with the audience at one of the times of the year with the highest number of road trips: Christmas.

“On these dates we can do a much closer campaign, with touches of humor, that moves away from the dramatic or too harsh tone of other campaigns carried out during the year. It is a good time to approach society in a different, kinder way.”explained María Chico, Head of the Communication Area at the DGT.

The starting point of the campaign is the fact that at this time of year it seems that we are all better people: we behave better, we are kinder, more generous and even more respectful on the road. Thus, the DGT invites prioritize road safety in an approach that mixes empathy and responsibility, making use of Christmas traditions to amplify the impact of the message.

“The DGT is usually very explicit in almost all of its spots because its strategy is for the messages to appeal to conscience with the aim of reducing deaths”Antonio Herrero, Creative Director at Accenture Song, tells us in statements to reason.Why. “But at Christmas, since last year’s campaign they asked us to do something more friendly.” In 2023, Santa Claus was late, conveying the message that it is better than not arriving at all. This year the briefing for Accenture Song was to convey a demonstrative message of how to drive well, but make it friendly and kind at the same time. Quite a creative challenge.

Sea bream

Consommé

Lamb

Vase

With the aim of combating recklessness and raising awareness in society about the responsibility that drivers have in a time when millions of trips take place, “Driving is living together” will have a presence on television, film, radio and will have an extensive plan of digital media, social networks, press and outdoor. In addition, in digital media and on the official profiles of the DGT on social networks, they will be shared. practical tips for safer driving and content inspired by current trends. On the landing page for this year’s campaign, users will be able to find recommendations to improve their driving.

“In order not to digitally version the campaign we already had, we have used the idea of ​​food, because in the spot the roast is like another character so we have given it all the prominence for the digital environment”says Antonio Herrero, Creative Director at Accenture Song. In this way, The language of gastronomy has been transferred to that of good practices for driving well: for example a reduction in sauce is important, but a reduction in speed is even more important. Or preheating the oven versus preheating the car before a trip. Also monitor the cooking time as well as monitor the tire pressure.

That moment when it hits go to a relative’s house with food “It is a very popular insight”explains Antonio Herrero, Creative Director at Accenture Song, “for saving the roast, the fish in sauce or the flan”. But it has also been taken advantage of that, effectively, “People behave better at Christmas and, ironically, that’s how it comes out, ‘what about the rest of the year?’ appealing to civility behind the wheel beyond the Holidays”.

María Chico, Head of the Communication Area at the DGT, has commented that this campaign has sought to send a message “Christmas, of friendliness and coexistence between all road users and the complex traffic ecosystem, in a tone of humor and closeness”. Thus, the objective is that this spirit “More generous and kind, more civic and supportive that permeates us at Christmas, we can transfer it throughout the year, and in all our actions related to traffic and circulation”. The intention is that the message is not only directed to drivers, but also to pedestrians, cyclists, motorcyclists and a wide spectrum.

In this sense, María Chico anticipates that “Driving is living together” can be extended over time: “It is timeless, very conceptual and precise. We like it a lot. This claim moves away from an exaggerated individualism, to focus on a group action, like teamwork because driving, although it may seem otherwise, is not an individual act at all.” Behaving well, therefore, can be carried throughout the year and, of course, not only to the Christmas period to take care of things like a barbecue, but with the focus on people.

“The ideal would be that these campaigns were not necessary”says Antonio Herrero, Creative Director at Accenture Song. The permanent objective of the DGT is zero deaths but, in any case, “Christmas is a kinder time to launch this type of messages and, for once in the year, it allows us to position the DGT alongside other brands that transmit their messages in a tone that is close to the consumer.”

More info.: Recipes for driving well

Technical sheet

• Advertiser: DGT
• Client Team: Susana Estévez, María Chico, Juana María Fernández, Elisa Fernández Buendía
• General management: Gonzalo Fernández de Córdoba
• Account Team: Jaime Díez, Aroa Martínez, Fátima Eugenio
• Strategy Team: Juanma Ramírez, Paula Criado
• General Creative Direction: Juan Silva
• Creative Directors: Antonio Herrero, Pablo de Castro
• Art Direction: Celia Martínez, Aurkene de la Presa
• Digital Creative Team: David Ballester, Pablo Campoamor, María Cuenca, Aitana Escudero, Izarra Fernández, María Juárez
• Audiovisual Production: Manuela Zamora, Cristina Cortizas
• Postproduction: Paloma Martín, Nacho Rengifo, Juan Acosta
• Producer: Rebolution
• Director: Norman Bates
• Post-production studio: McNulty
• Sound studio: The Lobby (spots), Beat Music (radio spots)
• Digital Production Team: Lucía García, Nuria San José, Francisco Ortiz, Irene Sanz
• Graphic Production Team: Ana Alonso, Timote Martín
• PR & Influence media team: Adriana Díaz Covaleda, Beatriz Anglada